"And over in the ad tech world, there have been huge shifts, too, notably with the rise of AI infiltrating everything from campaign optimization to creative. AdLib is "fully embracing and exploring" new uses for AI, Hauptman said, but it's not going to be a seamless transition for the industry. There will be "some conflicting incentives and some friction" before the industry is on a unified page, with a shared understanding of the best way to use these new tools."
"At MediaMath, we saw that enterprise marketers needed different workflows and tools to be successful. Dan was overseeing development of the core UI and core APIs, which were being built for enterprise customers, sort of like Salesforce. And that's great, but those tools can be cumbersome. It's like a Ferrari, where it has a lot of speed, but if you don't really know what you're doing, you spin out and hit a light pole."
"Mike Hauptman, co-founder of AdLib and former MediaMath exec, is confident that the role of AI will only continue to grow over the next few years. Hauptman co-founded AdLib with Dan Bougourd nearly 10 years ago to make premium DSPs more accessible to marketers across the board. Both Hauptman and Bougourd were working at MediaMath at the time and built AdLib as an "easy-to-use version" for the mid-market, Hauptman told AdExchanger."
AdLib was founded nearly ten years ago by Mike Hauptman and Dan Bougourd to deliver premium DSP functionality in an easy-to-use package for mid-market marketers. The founders incubated the business at MediaMath with seed funding and focused on streamlined UI and APIs tailored to non-enterprise workflows. AdLib has evolved substantially and is actively integrating AI across campaign optimization and creative. The company expects AI to grow in importance but anticipates industry-wide friction and conflicting incentives as teams align on best practices. The emphasis remains on balancing power and simplicity for mid-market advertisers.
Read at AdExchanger
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